Toluna Study: ‘U.S. Consumers Are Laggards in the Morning’

There’s some interesting new research from Toluna about time spent on media. According to eMarketer, “U.S. smartphone users are actually laggards in the morning, and relatively casual about checking their phones at night, compared with smartphone users in several other developed internet markets.” Less than two-thirds of U.S. smartphone users looked at their devices within …   Read More

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Toluna Study ‘U.S. Consumers Are Laggards in the Morning’There’s some interesting new research from Toluna about time spent on media.

According to eMarketer, “U.S. smartphone users are actually laggards in the morning, and relatively casual about checking their phones at night, compared with smartphone users in several other developed internet markets.”

Less than two-thirds of U.S. smartphone users looked at their devices within 15 minutes of waking up — leading to the conclusion that Americans laggards in the morning. About the same percentage checked their smartphones within the 15 minute period before going to bed.

On the other hand, users in the UK, France, Germany, and Singapore were much faster about their morning check-ins. Smartphone users in France, Germany, and Singapore were also more likely to check last thing at night.

But here’s something to add to the mix. Americans are still hooked to TV.

“U.S. consumers were no slouches when it came to total internet time, according to the survey,” says eMarketer. “More than half of internet users in the country said they spent at least 3 hours daily on the web, compared with 48 percent of respondents in the UK. Those in the U.S. were also slightly more likely to say they spent at least 3 hours per day watching TV.”

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